Monthly Must-Read: July 2019

monthly must read - best ppc articles in july 2019

All attention worthy PPC articles this month from the web in one place!

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 New Things >>>


 Inspirational and Insightful >>>


  Let’s get technical >>>

New Things

1. Death of average position

Starting the week of September 30, 2019, the average position metric will be sunset. 

Get fully used to Impression % for Top and Absolute Top.

see official article from Google ⯈⯈⯈

2. New “Top Fans” Targeting in Facebook

Facebook introduced a new targeting for your posts. To have this option you need to meet the condition to have Top Fans Badge and your fans must accept it.

Facebook post targeting example

see the full article ⯈⯈⯈

3. New – Ad customizers in Microsoft Advertising

As with Google, you can use the “date” attribute in your feed to show offer countdowns in your ads. For example, an ad structured like this:

{=Deals.Product}
www.contoso.com
Get {=Deals.Promo} – offer ends in {=COUNTDOWN(Deals.Ends_by)}.
Buy now for only {=Deals.Start_price}

Could render like this:

Contoso 16V Vacuum
www.contoso.com
Get 30% off with free shipping – offer ends in 2 days.
Buy now for only $70.00

read more ⯈⯈⯈

4. New – DSA in Microsoft Advertising

read more ⯈⯈⯈

5. New – Experiments in Microsoft Advertising

Product view of the Create an experiment tab in Microsoft Advertising.

read more ⯈⯈⯈

6. New – Prominence Metrics in Microsoft Advertising

7. Google Ads Editor 1.1

The key features include image picker, which allows you to quickly select previously used images, dark mode, IP exclusions, and accounts manager.

Google Ads Editor dark mode

see google’s article ⯈⯈⯈

8. Youtube Masthead with CPM

Though the news is amazing and now you don’t need to buy out the placement for the whole day HOWEVER you can still participate in CPM bidding for it only if you have it arranged through your google representative.

L

see google’s article ⯈⯈⯈

9. Audience updates to App campaigns

10. Mandatory Parallel Tracking

Parallel Tracking will be mandatory for Display ads starting July 31st, 2019

see google’s article ⯈⯈⯈

11. Attribution Choice in LinkedIn

You can now choose whether to attribute conversion to multiple campaigns (all interactions) or to a single campaign (last interaction).

see linkedin help article ⯈⯈⯈

12. Google Ads Policy Manager

Now all the disapproval to cry about in one place.

Inspirational and Insightful

13. Takeaways from Great Day for PPC automation

Linz (Austria) holds surprising gems, this month I found out SMEC is hosting a conference there dedicated to ppc automation and, god damn, it delivered. I thought I’d share the most memorable know-hows and inspirations from a “Great day for PPC automation”.

takeaways from great day for ppc automation - overview of the conference ppc scripts tricks and tips

see full article ⯈⯈⯈

14. Tips to Improve your CPA

A bit back to basics article, but something I would definitely advise to a junior PPC specialist desperate to find how to optimize the CPA. I especially like that tips are divided based on how much time you have – kind of a quick fixes and more long term ideas.

see full article ⯈⯈⯈

15. How to Complement Your In-Person Events with Facebook Ads

How to Complement Your In-Person Events with Facebook Ads

Where offline meets online – how to get awareness and make people register.

read the full article on Marin Software ⯈⯈⯈

16. Paid Search Audience Testing: Zero Cost Testing

Seeing where to cut costs or opportunities to grow fro FREE? Yes, please!

How audience observations can give you valuable insights for campaign optimization.

demographic data performance results

read the full article on PPCHero ⯈⯈⯈

Let’s get technical

17. PPC Script to Count Ads – Part 1 of 3

I’m very subtle so I put here a script of my own creation 😀

This PPC script will help you count average amount of ads per each campaign. The results will be showed in the script log right away.

check the script and try it out  ⯈⯈⯈

18. What Advertisers Should Know About Impressions vs. Viewable Impressions

A common mistake in the digital marketing industry is to think the number of impressions an ad has equals the number of times an ad has been viewed.

see the full article  ⯈⯈⯈

19. E-commerce brands: Track spend efficiency with this Google Ads Script

The script pulls all of the keywords within your account and their respective ROAS.

It then takes this data and turns it into two charts that allow you first to visualize what percentage of keywords have a specific ROAS and secondly compare week on week to see if your ROAS has improved across your account.

check the script and try it out  ⯈⯈⯈

20. A Simple Script To Prevent Your Account from Overspending

As we all know (and roll our eyes at), Google allows campaigns to spend up to 2X their daily “budget”. The script will check your total account spend every hour. If the account has spent more than the maximum amount you’ve set, the script will pause all active campaigns.

check the script and try it out  ⯈⯈⯈

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